Coast has been working closely with Coffs Harbour Industry and Destination Development for a number of years to continually evolve their extensive information hub that is responsible for promoting Coffs Coast throughout Australia and around the world. The region encapsulates Coffs Harbour, Bellingen, Dorrigo, Sawtell, Urunga, Woolgoolga, Coramba and everywhere in between.
The latest versions of Coffs Coast’s marketing collateral included revitalising the website and the Destination Coffs Coast: 101 Reasons publication. Our content marketing strategy focused on three key areas – user experience, calls to action and value – to further evolve Coffs Coast’s print and digital footprint.
We started by identifying different audiences and tailoring the user experience to best meet their needs. We did this through the creation of unique pieces of content focused on these markets.
Optimising the content strategy for printed collateral was also very important, as was the need to deliver a user experience online that matched the destination itself.
For the website, we examined the calls to action we wanted each audience to take, the micro-conversions (actions to be completed) – eg sharing content, clicking to call, registering interest, downloading a brochure. Finally, we looked if there were any optimisations required to grow engagement.
Also top of our list of priorities was ensuring the site functioned well across all devices.
In terms of adding value, the benefits of using Coffs Coast collateral needed to be clearly visible to a user. For example, to educate users to know that online they can easily plan their own personalised visit and save and share it all for free then this is a great value proposition. By adding partner content from other sources has boosted credibility of the collateral, e.g. reviews, blogs by travel influencers, or suggestions from locals, further adding value to the collateral. Cross promotion of various collateral was also part of our strategy.
Website Design & Development
Optimised strategically for both desktop and mobile, coffscoast.com is the official visitor information service for the Coffs Coast region, located midway between Sydney and Brisbane. The website offers holiday information, travel tips, competitions, special deals, interactive maps and a popular blog that features editorial designed for maximum engagement.
As part of the revised content strategy by Coast, we focused on a few key enhancements that would support the delivery of Coffs Coast’s website goals around destination development awareness, education and partnerships. These included: These include:
Syncing the system with Australian Tourism Data Warehouse
A bespoke trail itinerary function to allow users to plan a trip along predefined trail themes
The introduction of a new blog: a content-rich hub that would provide even more value to users by the creation and/or curation of content from third-party sources.
As more users began accessing the site from mobile devices, we responded by gathering data from analytics and conducting audiences to design a revised user experience for mobile and tablet users that made accessing information on the site easier.
Introducing a new-look more contemporary design that allowed the content to be king, rather than overtaking it.
Making the website the catalyst to push out content to socials. This can also work in reverse where conversations with customers can inform the future content strategy
We are also the designer & publisher of Coffs Coast’s beautiful coffee table book featuring beautifully curated content that captures the essence of Coffs Coast.
Featuring engaging photographic and written content, illustrated maps and an extensive directory, the Destination Coffs Coast: 101 Reasons publication is your perfect guide to explore the Coffs Coast.
Rather than repeating the trend of creating the classic throw away magazine for tourists or locals alike, we designed something you’ll feel guilty parting with – if you can manage to even put it down! An inspiring magazine showing off all things Coffs Coast, Destination Coffs Coast brings a tough of style and class to the traditional ‘local guide’.
The latest version of the Coffs Coast website framework gives flexibility in how & what content displays, and gives the end user a true representation of what the coast has to offer. Its SEO structure has also confirmed it as an industry leader, with an average of 17,000 visitors per month, all time low bounce rates and calls to actions at their highest since Coast has been working on the website.